Client: Canter Law Market: Miami, Boca Raton, Fort Lauderdale Practice Areas: Auto Accidents

Legal

Paid Social Media Ads

Case Study

Background & Goals

Florida was home to a staggering 317,000 car crashes last year, with nearly 1,900 occurring in Boca Raton and more than 4,300 happening in Fort Lauderdale. Our client, personal injury law firm Canter Law, represents clients who have been hurt or lost a loved one in auto accidents in the South Florida area. South Florida is home to a large number of accident attorneys. With so much competition pursuing the large number of injured clients, Page 1 Solutions developed a multi-channel digital marketing strategy that provided online users with engaging, digestible information regarding car crash litigation and positioned Canter Law prominently on social media by leveraging the vast Facebook ad network.

Page 1 Solutions developed an original infographic breaking down car accident statistics in South Florida for 2015. The visual content emphasizes Canter Law's authority as an advocate for injured people, integrating the firm's logo, color scheme, and contact details, while placing consumer-focused information front and center. Insights from the infographic include: • Crashes resulting in injury • Fatal crashes • Injuries and deaths from car-bicycle accidents • Injuries and deaths from car-pedestrian accidents The infographic also detailed collision numbers for three of the major communities Canter Law serves: • Fort Lauderdale • Boca Raton • Boynton Beach Finally, the infographic includes information on how online readers can take steps to avoid an accident. Should they end up injured in a crash, the content also discusses the benefits of hiring an attorney.

Strategy 1: Custom Content

In order to promote the blog post hosting the infographic, Page 1 Solutions developed a month-long ad campaign on Facebook driving traffic to the Canter Law website. This clicks-to-website (CTW) campaign consisted of multiple versions of ads published to: • Facebook and its ad network • Instagram Users targeted in the CTW campaign met the following criteria: • Location: In or within 30 miles of Boca Raton, Florida • Age: 24-60 • Other characteristics: Vehicle owners The budget for the campaign was $275.

Strategy 2: Paid Social Advertising

• Website clicks: 2,037 • People reached: 28,936

• Result rate: 2.63%

• Cost per result: $0.13

• Compare to $239.28 cost per click (CPC) according to Google AdWords • Cost savings of 183,962%

Results: Facebook

All data compared month-over-month: • Website sessions: 409%+ • Users: 296%+ • Pageviews: 330%+ • Average session duration: 8%+ • Bounce rate: 15% decrease • Returning visitors: 195% increase

Results: Website Traffic and Performance

• Conversions: 75%+ Note: Only conversions via email/online form can be tracked directly

The CTW campaign was just one marketing strategy that ran for this client in the specified time period. However, there was a strong correlation between increased leads and the distribution of

these paid social ads, with total leads to the practice (including phone calls, online chats, and form completions) more than doubling in the month the Facebook ads ran.

Results: Lead Generation

Paid social media advertising represents more than just an opportunity to drive more qualified traffic to a website – though that is certainly a sizable benefit of this and many other clicks-to-website campaigns. For Canter Law, the paid social ads drew attention to a premium, custom piece of visual content and reinforced the firm’s authority as a source of information and action for clients who have suffered injury in car accidents. No digital marketing channel can be truly effective without driving leads, and this paid social campaign did just that, driving increased form completions on the practice website and corresponding with more than double the number of phone calls to the firm’s office compared to the previous month.

Impact